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基于品牌信任理论的体育赛事赞助评估体系研究
A Research on the Evaluation of Sport Sponsorship Based on Brand Trust Theory
沈佳,魏光
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SH EN Jia ,WEI Guang
摘要:近年来,体育赞助已经成为许多企业开展营销活动的一个重要手段,它作为一种有效的市场沟
通工具,在全世界范围内被广泛应用。而体育赞助的评估使赞助企业能够合理有效地利用资源,对企业
来说尤为重要。利用文献资料法、归纳法、比较分析法,通过阅读大量的文献资料,并结合以归纳分析,
探讨从品牌信任理论的角度评估体育赞助的可行性与方法。这不仅对赞助方是否进行体育赞助决策提
供了一定的理论基础,同时对被赞助方争取到赞助支持也具有一定的指导意义。
关键词: 品牌信任;体育赛事赞助;评估体系;品牌信任
中图分类号: G 80 05 文章编号:1009 783X(2010) 02 0005 04 文献标志码: A
Abstract :In recent years ,sports sponsorship has e an important way for many enterprises to held
marketing events. As an munication tool ,it has been widely used in the whole world. And
sports sponsorship evaluation enables the sponsors to use the resources rationally ,it is particularly impor
tant for enterprises. In this paper ,I used the literature review ,inductive parative1 anal1ysis meth1od
ology. And by summarizing reading literature bination analysis , I explored the feasibility and
method of measuring sports sponsorship from the perspective of brand trust theory. This is not only pro
viding a theoretical basic to the sponsor for making decision of whether or not to sponsor the sports ,but
also has certain guide significance to the anization to secure sponsorship support.
Key words :brand trust ;sports event sponsorship ;evaluation system ;brand trust
体育赛事赞助作为赞助中最主要的构成部分,近年来呈现等因素,结合体育竞